Tonal’s new partnership with Johnson Fitness & Wellness follows a deal JFW just struck with Peloton. Taken together, could they signal a new era for connected fitness?
Tonal has teamed up with retailer Johnson Fitness & Wellness to make its smart strength training system available in all JFW stores and online, expanding the smart home gym brand’s footprint across more than 100 U.S. locations this fall.
Through the partnership, consumers can test Tonal’s latest model, Tonal 2, in stores before purchasing. The system features 250 pounds of digital resistance, a built-in camera that offers form feedback and a new cardio mode called Aero HIIT, which turns the strength station into a dynamic cardio workout.
“Consumer interest in strength training is increasing across the U.S. and remains an essential element in a balanced fitness and wellness routine,” Johnson Health Tech Retail president Bob Zande said. “Bringing Tonal’s incredible all-inclusive home gym system to JFW and pairing it with JFW’s highly trained in-store staff and demo process creates an exceptional ‘try before you buy’ experience for customers.”
For Johnson Fitness & Wellness, this marks the second major at-home fitness deal in recent weeks. Earlier this month, the retailer announced a partnership with Peloton to bring its new Cross Training Series to its stores, giving shoppers hands-on access to the brand’s latest Bike+, Tread and Tread+ models powered by Peloton IQ, its new AI and computer vision system.
A New Era for At-Home Fitness?
After a post-pandemic cooldown, the two back-to-back partnerships suggest a resurgence in at-home fitness just in time for the holidays and New Year’s resolutions, but there could be more at play.
A new study from The Social Hub and YouGov found that nearly one in five U.K. Millennials now plan remote workdays around exercise, a daily ritual many aren’t willing to give up as return-to-office mandates grow tighter.
While the findings are U.K.-specific, they likely reflect a similar pattern in the U.S., where wellness and flexibility have become non-negotiable for younger workers. Connected fitness brands like Hydrow are taking note, launching quick-hit workouts designed to fit between Zoom calls, not just after work.
“This partnership gives more people the opportunity to experience what makes Tonal different — before they buy,” Tonal CEO Darren MacDonald said. “JFW’s trusted retail presence and hands-on selling approach are a powerful complement to Tonal’s category-defining product. Together, we’re making smart strength training more accessible to households nationwide.”
Tonal has also been expanding its reach beyond hardware. The smart home gym recently added celebrity trainer Kristin McGee as a guest coach to make strength training more approachable for women. The move follows a company study finding that nearly 40% of women feel they “don’t belong” in the free-weights section.
